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Why keywording is THE most important thing to understand in 2025.

Sophie Eastop-Scopes

In the rapidly evolving world of digital marketing and social media, staying ahead of trends and algorithm changes is crucial (and also never ending!). One of the most significant shifts we’re seeing as we head into 2025 is the increased importance of keywording in digital copy and content creation. Keywords have always been vital for SEO (Search Engine Optimisation) and online visibility, but recent updates to platforms like Facebook and Instagram mean that understanding and implementing effective keywording is more important than ever.

 

The shift from hashtags to keywords


Until recently, hashtags reigned supreme in the world of social media optimisation. However, as platforms like Facebook and Instagram evolve, they’re now placing greater emphasis on keywords over hashtags. The recommended number of hashtags on these platforms has dropped to just four, compared to the 10-30 hashtags previously encouraged. This change reflects Meta’s focus on keyword-based search systems, where the content of captions and copy is prioritised over the tags attached to them.


What does this mean for your social media strategy? It’s quite simple really - everything you would previously include as hashtags should now find its way into your captions and posts. This ensures that Meta’s keyword search algorithms can pick up and rank your content more effectively. Keywords are no longer just for websites and blogs, they’re integral to social media success as well.


keywording improves your SEO and relevance

 

Why keywords matter for SEO and digital copy


Keywords are the backbone of SEO and using them effectively can significantly improve your online visibility. According to HubSpot, 68% of all online experiences begin with a search engine, and businesses that prioritise keywording in their content are more likely to rank higher in search results. Correctly implemented keywords help:


  • Improve website rankings in search engines like Google

  • Increase organic traffic to your site or social media pages

  • Ensure your content reaches the right audience


This shift isn’t just about being visible though, it’s about being found by the people who matter most to your business. Who is your target audience and what will your potential customer be searching for? Keywords are the bridge between your content and their needs, and the only way many will find you, is if your copy is accurately keyworded.

 

How do you determine the right keywords for your business?


Finding the right keywords is both an art and a science. At Eastop-Scopes Virtual Assistants, we’ve honed our keywording process to deliver the best results for our clients. Here are some of the methods we use to identify and refine keywords:


Google Keywords and Google AdWords: 

These tools help identify what potential customers are searching for and provide insight into trending keywords. From the big hitters to the niche, your adwords report can give a great insight into what is being searched for (and who you are competing against!). Remember, Google Ads relies heavily on keywords to match your ads with the right audience. A well-researched keyword strategy for paid ads is essential, so why not use the same information and research for your organic content.

 

Trending hashtags and industry insights: 

While hashtags are less critical now, understanding what’s trending in your industry remains a valuable source of keyword inspiration. Have a look at the trending hashtags. In a similar way to your adwords report, look at the hashtags that are being used and followed by millions, and the ones that have just a few thousand. I always liken it to shouting in a room. If it’s only got a few people in there and you start shouting, everyone is going to be hearing you! A packed room with hundreds of people rammed in there and you can scream to your heart’s content, no one is hearing you. Keep this in mind when choosing your keywords, or hashtags, based on popularity. At the end of the day, you want to be heard more than being just another number.

 

Quarterly and monthly reviews: 

When we are developing content for our clients we regularly update our keyword research to ensure it remains relevant, effective and aligned with your business goals, and we would recommend this practice for anyone writing their own content.

 

Informing your keywords


To ensure your keywords resonate with your audience, think like your customers. What words or phrases would they use to search for your products or services? For example, for our small virtual assistant business, phrases like “virtual assistant services” or “small business support” might be key.


An even better method would be creating questions from the keywords that could directly replicate questions entered into search engines, such as “where do I find the very best Virtual Assistant in Kingston upon Thames?” (see what I did there!). By putting yourself in your customer’s shoes, you can create content that aligns with their needs and increases your chances of being discovered.

 

How can we help?


At Eastop-Scopes Virtual Assistants we specialise in creating keyword-optimised content. Our team ensures that all content and copy are keyworded for maximum impact, whether it’s for social media posts, website copy or articles. We also conduct regular keyword research and reporting, adjusting strategies as needed to keep up with trends and algorithm updates. By working with us, you can rest assured that your content is always optimised and aligned with the latest best practices.


If you’d like to find out more about the importance of keywording, or need some help creating copy for your digital footprint, contact our team today.

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